摘要
本研究將廣告行銷中用來描述消費者購買決策行為特徵的工具─ FCB模式運用於微電影的置入性行銷中，將FCB模式應用在微電影的拍攝手法中，並以現有的微電影作品為案例進行實例探討與分析。FCB模式分為以下四種模式：高涉入而理性、低涉入而理性、高涉入而感性、低涉入而感性，本研究透過每種模式以兩到三個部微電影進行分析後發現：FCB模式的確適用於微電影中，一部微電影的腳本可以將所要行銷的商品或者想表達的拍攝理念、品牌信念…等，以FCB模式去製作，透過模式運用於微電影中能引起閱聽人的共鳴感，利用真實的故事或場景，使得閱聽人以自身角度套入廣告角色中，進而認同該產品或品牌。微電影其實不一定要走創意路線才有效果，相反的，運用FCB模式於那些真實親切的劇情內，反而能有顯著的效果。
並列摘要
This study will be used to describe the characteristics of consumer purchase decision-making behavior in the advertising and marketing tools- FCB model is used in the micro-film product placement nowadays. Put FCB model application into the microfilm shooting techniques, also discuss and analyze with existing micro-film cases. FCB model is divided into the following four modes: high involvement and rational, low involvement and rational, high involvement and emotional, low involvement and emotional, this study will be analyzed through two to three micro-films each model: FCB model does apply to micro-film, a microscript of the film can be marketing goods or express the concept of film, brand faith ... Making a micro-film by FCB model and through the mode, the micro-film can cause audiences' sympathy by true stories or touching scenes. The audience will set into the advertising role to their own point of view, and then identify the product or brand. In fact, a successful micro-film is not necessary to be creative all the time for getting effective results. On the contrary, using FCB model in real and cordial plots may have a significant effect than we expect.